Customers are spoiled for choice with restaurants. Incorporating video testimonials into your restaurant marketing strategy can showcase authentic experiences that build trust and engage prospective customers, turning them into loyal regulars.
Few businesses rely on reviews and word-of-mouth recommendations as much as restaurants. But with third-party review sites, your restaurant can get lost in the shuffle. Video testimonials cut through the noise, boost your discoverability, and capture the experience much better than a text review can.
What Is a Video Testimonial?
Video testimonials are short videos that show happy customers sharing their positive experience at your establishment. These testimonials typically feature an individual speaking directly to the camera or being interviewed to glean authentic feedback.
By offering social proof and trust, video testimonials encourage prospective customers to give your restaurant a try. Video also distills a lot of information into a short, engaging experience, which a prospective customer is more likely to consume over multiple paragraphs of a text review.
How to Create and Promote Effective Video Testimonials
Creating effective video testimonials doesn’t have to be difficult. With the right tools and preparation, you can create compelling testimonials that speak to your target audience. here are some tips:
Outline the Video
Video testimonials should always be in your customer’s own words, but that doesn’t mean they should have full control over the entire video. Work with them to understand their experience and prepare questions to be answered, such as what made them decide on the restaurant and would they recommend it to friends and family? Was there a problem to be solved, such as a picky child or a couple’s disagreement on where to eat?
These questions don’t need to be part of the testimonial, but you should include their answers and allow them to guide the narrative. Once you find the right formula, you can use it to guide your future testimonials.
Embrace Storytelling
A video testimonial should feature a customer talking about a specific experience they had in your restaurant. The more details you can include – without adding a lot of length – the more context you can provide to prospective customers.
This is where storytelling is an asset. Instead of a dry review, work with the customer to turn the experience into a story. Perhaps they started the night unsure of where they wanted to eat, or they were bored with all the usual spots and wanted to try somewhere new. Maybe your restaurant offers cuisine they’ve never tried before. Include some details, such as specific menu options or a signature craft cocktail, in the narrative.
Showcase the Atmosphere
Atmosphere plays a big part in a restaurant experience. Video allows you to convey the ambiance, so make sure you include it in your testimonial. Highlight not just the food, but the overall experience, to give potential customers a glimpse of what to expect when they visit.
Highlight Unique Options
In addition to telling the customer’s story, you can use testimonials to spotlight signature dishes, exciting drinks, or unique themes that build buzz and curiosity. Place clips of your menu or the restaurant scenery throughout the video to entice viewers while they listen to the customer’s story.
Film and Edit Your Video Testimonial
Once the upfront work is done, it’s time to shoot. This is an important step, because your video needs to be high quality and appealing to attract and hold customers’ attention. “High-quality” doesn’t need to be elaborate, but it should be polished and visually appealing.
There are plenty of tools to help you film and edit your videos. Filming yourself gives you flexibility and control, but it can seem daunting if you’re new to the process. Outsourcing is always an option to leave the work to the pros and ensure you have an effective video from the start.
Share in Email Blasts
Integrating video testimonials into your email marketing campaigns makes the communication more personal and engaging. Embed video thumbnails within email content to grab attention and encourage them to click through to the full testimonial.
For example, if you have a seasonal menu, consider sharing a testimonial featuring a customer enjoying the fresh spring flavors. If your restaurant hosts events, include a testimonial with the host talking about the event being a smashing success – thanks in part to your venue.
Promote on Social Media
Social media is a must for video testimonials. Share snippets of testimonials on Instagram, Facebook, and TikTok, complete with captivating captions and relevant hashtags that increase visibility. Encourage audience engagement by asking questions or starting discussions.
Encourage User-Generated Content
Create incentives for customers to share their own video testimonials. You can offer discounts on their next visit, an opportunity to be featured on your social channels, or a giveaway with a meal as the prize. The incentive doesn’t have to be expensive, but it should be something of value to encourage customers to share their stories.
User-generated content adds to your video strategy by building a sense of community and adding to a library of authentic testimonials that nurture trust in prospective customers.
Don’t Forget Website Integration
Video testimonials should be placed strategically on your website to maximize their impact, such as the homepage, location pages, or menu pages. They should be featured prominently to immediately capture visitors’ attention and entice them to visit.
